As the quest to dominate the retail market both online and through brick and mortar continues, we’ve taken an interest in understanding how the market perceives each of these companies. To fuel our curiosity, we’ve partnered with Fortune to ask for people’s opinions on Walmart vs. Amazon, as it relates to each companies’ impact on the country, its customers, and its employees.

Here’s a breakdown of our findings:

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Have Amazon and Walmart made a positive impact on the world?

Amazon had a significantly higher percentage of respondents say that their company has made a positive impact on the country. The discrepancy of results on Walmart vs. Amazon varied however, depending on the respondents’ background:

Political Orientation- Liberals overwhelmingly favored Amazon while conservatives were more indifferent when comparing Walmart vs. Amazon.

Political orientation

Amazon has made a positive impact on the country

(% who agree)

Walmart has made a positive impact on the country

(% who agree)

Liberals

78%

23%

Conservatives

73%

64%

The difference in opinions between Liberals and Conservatives derive from the cultural shopping habits of traditionally conservative states versus traditionally liberal ones. For example, the top 5 states that spend the most money at Walmart are Oklahoma, South Dakota, Arkansas, Alabama, and Kansas—all traditionally conservative states.

Level of education- Like before, the respondents as a whole favored Amazon. Also, as the respondent’s level of education increased, we saw them progressively dislike Walmart while keeping a favorable rating of Amazon.

As lesser educated people are more likely to earn a lower income, they may not have as many alternative options for certain goods and services. This results in them being more likely to accept the quality of Walmart’s products at face value.

Age- The older our respondents were, the more likely they were to appreciate Walmart’s impact. In Amazon’s case, popularity among generations was consistently high.

Age

Amazon has made a positive impact on the country

(% who agree)

Walmart has made a positive impact on the country

(% who agree)

65 and older

82%

67%

35-64 years old

76%

50%

18-34 years old—Millennials

78%

44%

It’s worth keeping in mind that Walmart has been around for 50+ years. This gave our older set of respondents more of a chance to have shopped at the retail chain and purchased items they found valuable.

Do Amazon and Walmart care about their customers?

As a whole, Amazon dominates Walmart in having a reputation of caring about the customer. The overall percentage of respondents who think that Amazon cares was at 67% vs. Walmart’s 36%. However, for certain demographics, the percentages were high for both companies.

Race- minorities were more likely to say Walmart and Amazon care about their customers than Caucasian respondents.

Race

Amazon cares about their customers

(% who agree)

Walmart cares about their customers

(% who agree)

African Americans

77%

71%

Hispanics

77%

49%

Caucasians

66%

29%

Education- As in previous examples, we see that as an individual’s level of education increased, they were more likely to have a negative perception of Walmart, while Amazon’s reputation was nearly unchanged.

Looking at the survey results on how Americans perceive Walmart vs. Amazon, it’s clear that Amazon comes out as the winner. Regardless of a respondent’s age, race, or education, they’re consistently favoring Amazon. However, given Walmart’s longevity, size, and willingness to act aggressively and creatively, don’t be surprised if perceptions change drastically in the future.